Throughout its history, Microsoft negotiated strategic partnerships with original equipment
manufacturers (OEMs). Most notably, the company partnered with IBM, which ensured that its
software would come pre-installed on personal computers. In effect, these partnerships and
licensing agreements dramatically increased the ubiquity of Microsoft’s software and solidified
its position as a recognizable brand worldwide. However, Microsoft’s corporate structure and its
strategies have shifted in recent years, particularly as the company expands beyond personal computer
and software licensing markets. This represents a fundamental shift in the focus of the company,
which is reflected in its recent acquisitions as well as its change in leadership. As evidence of this
new era at Microsoft, Satya Nadella was appointed as Chief Executive Officer in 2014, which
made him only the third person to hold the position since the company’s founding.
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